D N A R B R U O Y W YOUR IS HO SS IS E N I S U B . D E I F I T IDEN
On an average day consumers are exposed to six thousand advertisements and, each year, to more than twenty-five thousand new products‌ Brands help consumers cut through the proliferation of choices.
A strong brand has three primary functions
Navigation:
helps consumers decide between a bewildering array of choices
Reassurance:
communicates the intrinsic quality of your product/ service and reassure customers that they have made the right choice
Engagement:
using distinctive imagery, language and associations to encourage customers to want to interact with your brand
But let’s make it simple first. There are a few questions that you need to ask yourself before we jump into brand development:
Who are you? Who needs to know?
How will they find out?
Why should they care?
D N A R B T N E M P O L E V DE S S E C PRO
1. Research Overview:
Market Research:
Engagement:
Our first priority is to understand your business: its mission, vision, target markets, culture, competitive advantage, strengths and weaknesses, strategies and challenges for the future.
Market research is crucial in identifying how you’recurrently perceived in the market, understanding where the opportunities lay and how your business can be a valuable solution. Only after completing effective market research can you truly develop your brand and position your business in a way that enables you to take advantage of the opportunities within your market.
You want to understand the competition around you and to do so you need to conduct a competitive audit. A competitive audit is just a dynamic, data-gathering process that examines the competition’s brands, key messages, and identity in the marketplace, from the brandmarks to the tagline on ads and websites.
2. Strategy Narrowing the focus: When building your brand you must focus your branding efforts on owning a word in the prospect’s mind. A word that no one else owns. Like the way Mercedes owns Prestige or Vovle owns Safety.
Positioning:
Engagement:
Positioning is the process of identifying what boldly differentiates your brand in the mind of your customer. The best positioning builds on a deep understanding of your customer’s needs and aspirations, the competitions, the strengths & weaknesses of your brand, technology and trends.
The brand brief is simply the most fundamental documentthat articulates who you are and why you exist. This document includes: 1. Vision 2. Mission 3. Big Idea/ brand essence 4. Brand attributes
5. Value proposition 6. Key beliefs 7. Target audience 8. Key competitors 9. Competitive advantage
3. Designing Identity
Logotype + signature Your logotype will be a word (or words) in a determined font, which may be standard, modified or entirely redrawn. It is usually accompanied with a symbol in a formal relationship called the signature A signature is the specific and non-negotiable designing combination of the brandmark and the logotype Signature
Logotype
Brandmark
Tagline
Look & Feel Look and feel is the visual language that makes your business unique and immediately recognizable. Your customers should be able to cover up your logo and still identify your company because the look and feel is so distinctive. Look is defined by color, scale, proportion, typography and motion. Feel is experiential and emotional. Look & Feel basics: - Design - Color palette - Imagery - Typography - Sensory
Color
Typography
Color is used to evoke emotion and express personality. It allows people to associate with your brand and emphasizes differences between yourself and your competition.
Typography is the core building block of an effective identity program. Having consistent typography makes you immediately identiable to your customers. It must support the positioning strategy of your brand
Colors creates emotions, triggers memory and gives sensations.
The right typeface embodies, promotes and complements your brand. Getting this right is what makes your brand great!
www.morganerouvreau.com
rvr.morgane@gmail.com
0487 777 154